Ấn phẩm:
Is pop-up banner still working? the impact of multitasking on consumers’ retention of advertised content
Tóm tắt
Multitasking and ill-adapted design are among the main reasons why mobile ad banner does not work. In this study, the authors manipulate the visual appearance of mobile ad banners to try to improve their performance. Cognitive theory of multimedia learning was employed to conduct an experiment with smartphone users. The results suggested that making the banner bigger and simpler would impair brand recall and recognition the most. It works the best with either simplified banner or complex larger banner. It seems that a slight mobilization of cognitive resources aids the processing of advertising information and boost recall and recognition. The usual small and cluttered banner suffered from the limited cognitive capacity during multitasking activities. This effect is moderated by age, with people over 30-year-olds being the most affected.
Mô tả
Tác giả
Nguyen Hoang Linh PhD
Nguyen Thi Tuyet Mai Prof.PhD
Nguyen Thi Tuyet Mai Prof.PhD
Tác giả khác
Người hướng dẫn
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Nhà xuất bản
Học viện Tài chính
Năm xuất bản
2024
ISSN tạp chí
Nhan đề tập
Từ khóa chủ đề
Advertising , Mobile , Banner , Visual , Information processing , Multitasking
Bộ sưu tập
Địa chỉ truy cập
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